索南才让电子商务有限公司营销策略研究

发布时间：2018-04-25 06:05

本文选题：营销策略 + 电子商务　；参考：《湖南大学》2013年硕士论文

【摘要】：索南才让电子商务有限公司是由藏族大学生索南才让和本班5名同学在2011年6月创办的,现已发展成为一家新型网络电子商务公司,专营冬虫夏草这一中药保健品。公司通过网络结合线下服务销售冬虫夏草,着力打造家乡特产的电子商务品牌。利用电子商务的新型平台,在节省了空间、运输、贮藏、资金流通等一系列成本的同时,以家乡果洛州藏族家庭的一手货源为后盾,实现了资源共享。随着公司的发展规模逐渐壮大,公司的营销策略缺乏科学规划、风险控制手段单一和经营成本增加的问题越来越突出。本文以大学生的创业项目“索南才让电子商务有限公司”(以下简称公司)为研究对象,从公司的管理现状出发,深入分析其存在的问题及原因。在结合市场营销理论的基础上,对索南才让电子商务有限公司营销策略问题进行全面的分析和研究。本文首先介绍市场营销的基本理论和市场营销的研究现状。其次,对索南才让电子商务有限公司营销的环境进行分析,指出公司的优势及问题所在。文章接着在完成对公司的营销环境的分析的基础上,对消费群体进行市场细分和市场定位,同时结合市场营销管理的基本理论和方法,对索南才让电子商务公司的营销策略进行分析。最后为了确保公司营销策略的有效实施,本文在先前所述的基础上提出了营销策略实施的保障措施。本文以定性分析为主,兼以一定的数据定量分析。本文对索南才让电子商务公司的营销策略进行初步的研究,并为索南才让电子商务有限公司提出营销策略实施保障措施的建议,从转变营销观念、调整营销组织架构、完善员工培训制度和绩效考核制度以及完善售后服务等方面来解决公司营销现在存在的问题。本文通过对索南电子商务有限公司的营销策略的研究,对同类企业有一定的参考和借鉴价值。
[Abstract]:Sonan Cairen Electronic Commerce Co., Ltd. was founded in June 2011 by the Tibetan college student Sonan CaiJean and five students of this class. It has now developed into a new network e-commerce company specializing in Cordyceps sinensis, a traditional Chinese medicine health care product. The company sells Cordyceps sinensis under-line service through network, and makes great efforts to build e-commerce brand of home specialty. Using the new platform of electronic commerce, while saving a series of costs, such as space, transportation, storage, capital circulation, etc., it realizes the sharing of resources with the single-handedness of Tibetan families in their hometown of Guoluo as the backing. With the development of the company, the company's marketing strategy is lack of scientific planning, the risk control method is single and the problem of increasing operating cost is more and more prominent. This article takes the university student's pioneering project "Sonan Caizheng Electronic Commerce Limited Company" (hereinafter referred to as the company) as the research object, proceeds from the company's management present situation, deeply analyzes its existence question and the reason. On the basis of the marketing theory, this paper makes a comprehensive analysis and research on the marketing strategy of Sonanchaizun Electronic Commerce Co., Ltd. This paper first introduces the basic theory of marketing and the current situation of marketing research. Secondly, the paper analyzes the marketing environment of Sonancaiteng Electronic Commerce Co., Ltd, and points out the advantages and problems of the company. On the basis of the analysis of the marketing environment of the company, the article carries on the market segmentation and the market orientation to the consumer group, at the same time unifies the basic theory and the method of the marketing management. This paper analyzes the marketing strategy of Sonanchairen e-commerce company. Finally, in order to ensure the effective implementation of the company's marketing strategy, this paper puts forward the safeguard measures of the implementation of the marketing strategy on the basis of the above mentioned. This paper is based on qualitative analysis and quantitative analysis of certain data. This paper makes a preliminary study on the marketing strategy of Sonancairen Electronic Commerce Company, and puts forward some suggestions for the company to implement the safeguard measures of the marketing strategy, from changing the marketing concept and adjusting the marketing organization structure. Improve employee training system and performance appraisal system and perfect after-sales service to solve the existing problems of company marketing. Through the research on the marketing strategy of Sonan Electronic Commerce Co., Ltd, this paper has some reference value for the similar enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F274

【参考文献】